Earlier this week, my 3 year old daughter and I were out running around when we came to a stoplight. Looking out the window, she exclaimed “look dad, there’s a car like mom’s”. When I looked over, at first, it didn’t look anything like my wife’s SUV. It was a red sedan, not a black utility vehicle. But what it did have in common was the shiny brand logo on the grill. My daughter, who is not yet working in our agency (but maybe should be) had identified that the Infinity logo on the front end of the red sedan was the same as the one on my wife’s truck.
The same thing happened again this weekend, but this time, it was with the logo on my car. How can a 3 year old recognize a brand’s logo? If it was McDonalds, which she also knows, I would understand. But Infinity? BMW? Now that’s the power of a strong brandmark.
How powerful is your brandmark? Does is clearly represent your brand? Is it consistent with your perceived image? If not, maybe it’s time for a new logo, or at least a tweak. It could improve your top of mind awareness, the ultimate goal for brand recognition.